Hyundai Mistra Sedan Concept revealed at Shanghai Motor Show

South Korean auto major Hyundai Motor Company has unveiled a new concept vehicle at the 2013 Shanghai International Automobile Industry Exhibition. The Mistra Concept is a preview of Hyundai’s upcoming China-exclusive mid-sized family sedan, which will strengthen Hyundai’s efforts to establish itself as a leading brand in the Chinese market. The debut comes ahead of the company’s launch later this year of Mistra, the production-version of the concept. Hyundai also introduced its Grand Santa Fe premium SUV to the Chinese market today.

The Mistra will be positioned between the Sonata and Elantra. It fully reflects Chinese customers’ needs and preferences during the development process, and is expected to boost Hyundai’s presence in China’s mid-sized segment. Despite its relatively late entry into the Chinese market in 2002 with the establishment of Beijing Hyundai Motor Co. (BHMC), a 50-50 joint venture between Hyundai Motor and Beijing Automotive Industry Holding Co., Hyundai has been growing rapidly for the past ten years to become one of the country’s mainstream brands, inspiring media to coin the term ‘Hyundai Speed.’ Facing the decade ahead, Hyundai aims to accelerate its brand management for the next ten years.

“Hyundai has achieved remarkable growth in the past decade, in line with the Chinese auto market’s rapid growth,” said Sung Kee Choi, President of BHMC, during a speech. “The Mistra and Grand Santa Fe will lead us towards another successful era. We will prepare against fiercer competition in the Chinese market through our strategy of brand innovation based on quality.”

The Mistra concept, a joint project between Hyundai Motor Group’s R&D Center and the Beijing Hyundai Technical Centre, offers significant insight into the styling of the production version, which is scheduled to go on sale later this year. The mid-sized sedan concept has an overall length of 4,710 mm, overall width of 1,820 mm and overall height of 1,470 mm, as well as a 2,770 mm-long wheelbase. It also has 19-inch aluminum alloy wheels.

The concept of its exterior design is ‘Grand,’ which consists of three sub-concepts: Modern Simplicity, Understated Sportiness and Smart Luxury. Reflecting local customers’ preferences, an enchanting and elegant jade green body colour, called ‘Frost Jade,’ was applied. A wide radiator grille gives a bold first impression, while unique fog lamps and a wide intake hole contribute to a stable image. The harmony among the long hood, sleek daylight opening side window and sloping side character lines complete an understated sporty profile. The voluminous rear bumper, with its two-tone colour, adds a sporty image, while the futuristic full-LED rear combination lamps give it a sophisticated look.

The source of inspiration for the name of this new upcoming strategic model, Mistra, is the beautiful city in the Laconia region of southern Greece where the ruins of the Byzantine Empire is located. Mistra signifies beauty, nobility and mystery. Its Chinese name, Mingtu, signifies integrity and quality, in hopes of presenting customers with a blueprint for a bright and successful future. The Mistra was designed to meet the diverse needs of the mainstream urban population, providing them with even more comprehensive and diverse choices. Its main target customers are young parents in their 20s and 30s.